on marketing
activity is theater.
Twenty years of rooms I shouldn't have been polite in.
Most marketing fails because nobody in the building is brave enough to ask the only question that matters: why would someone choose you instead of the thing they're already doing?
Without an answer to that, everything is noise. Expensive, well-designed, perfectly scheduled noise.
"a full calendar is not a working strategy."
on strategy
nobody ever got a customer from a framework.
Most companies don't have a strategy. They have slides. The slides have frameworks on them. The frameworks came from a book. The book came from a consultant who's never run a marketing team under real pressure.
Nobody ever got a customer from a framework.
on brand
brand is what they say when you leave the room.
Brand is not the logo.
Not the guidelines.
Not the workshop output approved by twelve people who will never talk to a buyer.
Brand is the reputation you have when you're not in the room. What they say when someone asks about you and nobody's managing the answer.
"They're fine."
That's not a brand position. It's a death sentence on a delay.
Most brand work is built for the wrong audience. Written for the board. For the agency presentation. For the internal announcement. Not for the buyer at the lunch table deciding whether to recommend you or forget you exist.
Most brand agencies sell comfort. They tell you what you want to hear, dress it up in research, and invoice you for the privilege.
Most founders don't want a real brand. They want permission to be forgettable without being blamed for it.
on how i work
i don't do comfort.
I do positioning, brand strategy, and marketing architecture. For companies and people who are good at what they do but can't make it land with the right audience. The hard version. The one where the problem isn't the product.
3 CMO-track roles. 29+ brands built from positioning up, not from a color palette down. B2B tech, professional services, enterprise software, financial services, fintech. The problems look different. The diagnostic questions are the same.
I'm not here to validate your current strategy.
I'm here for the people who already know something is wrong and are tired of being told it isn't.
Contact: adrian@peticila.ro